Research on Trust Mechanism of Partners in Supply Chain of Agricultural Products

At present, the cooperation relation among organizations of agricultural producers and production operators in China, between the both is decentralized. They have less communication and lower degree of trust because of decentralized management of a large number of peasant households which pursue the utility maximization. If the supply chain of agricultural products obtains a significant development, effective measures will be taken to increase the cooperative benefit among the agricultural product suppliers, enterprises, supermarkets, logistics, and storages through establishment of trust mechanism. The paper presents a research that the establishment of trust mechanism of supply chain of agricultural products by setting up both the progressive mechanism and the long-term repeated games, maintaining the trust mechanism with such several mechanisms as perfect motivation mechanism and normative restraint mechanism, effective communication and coordination mechanism, ensures synergy effects of win-win and all-win of the supply chain of agricultural products.